2016 annual report - cloudinary · creamy and luscious, but not overly sweet. i can see why it is...

2016 ANNUAL REPORTSHREVEPORT-BOSSIER CONVENTION AND TOURIST BUREAU

TABLE OFCONTENTS

From the President ..............................................1

Communications Department ........................... 2-5 Convention and Tourism Sales Department .............................................6-7

Shreveport-Bossier Sports Commission ..........8-11

Contact Us ....................................................12-13

Shreveport-Bossier, LA

www.Shreveport-Bossier.org

SEE IT. BET IT. TASTE IT. | 1

SHREVEPORT-BOSSIERCONVENTION AND TOURIST BUREAU

When you live in an economy that rises and falls with oil and gas prices, the volatility of it all can make you feel like you are on a scary, perhaps never-ending, roller coaster. Locally and regionally the sharp decline in the oil industry affected many, and tourism was not left out of the fray.

In 2015 and 2016, average hotel occupancy fell. In 2016, there was a 2 percent decline in hotel rooms sold. However, the lowest hotel occupancy period of the year - November and December - saw an uptick thanks to the leadership and collaboration of both cities, local arts organizations, attractions and business support, for creating a series of holiday events in December as well as the very successful Rockets Over the Red in November. As a result of these new events, December’s hotel occupancy rose 3 percent year-over-year. The casino industry felt the twists, too. 2016 admissions were down 11.5 percent

and revenue nearly 6 percent compared to the previous year.

Here is how we are going to get through 2017. The sales department and Shreveport-Bossier Sports Commission have been charged with finding more leads, booking more conferences and sporting events, and assisting more groups. The communications department has been tasked with generating more interest and awareness with leisure visitors in regional drive markets.

We are committed to four overarching goals this year:1. Increasing direct, trackable hotel rooms generated by our staff by 3 percent or 96,253 room nights2. Raising brand awareness in local and regional drive markets with a continued focus on research, strategic marketing

and public relations3. Aligning resources to identify and drive product development in downtown Shreveport and Bossier City downtown

riverfronts4. Adding value to key partnerships to strengthen tourism in the hotel, restaurant, attraction and retail segments, as well

as with civic and political leadership

We believe we can achieve these things, because there is light at the end of the proverbial tunnel. Recently, the Greater Baton Rouge Business Report trade publication ran an article entitled “What’s in store for Louisiana’s Oil Industry in 2017.” In it, the writer asserts that experts are cautiously optimistic as oil prices slowly creep back up. The Advocate reported that oil and gas drilling activity “is set to stage a comeback this year in North America, which will include Louisiana and the Gulf of Mexico.”

This tumultuous ride will end. With a solid plan, can-do attitude of our staff and partners, as well as support of our local leadership; tourism is going to make a slow and steady comeback.

Sincerely,

Stacy Brown, President, Shreveport-Bossier Convention and Tourist Bureau

The COMMUNICATIONS DEPARTMENT is responsible for all internal and external

communications. This includes the design and printing of all publications; the coordination of all

advertisements, brochures, newsletters, direct mail, promotions, public relations and social

media; and the development and maintenance of the tourist bureau’s website and all Internet marketing. This department is also responsible

for research, visitor centers, visitor inquiry fulfillment, and brochure distribution.

AT A GLANCE

2 | www.Shreveport-Bossier.org

Communications

BY THE NUMBERSHere is how the Communications Department stacked up in visitor engagement, web engagement and social engagement in 2016 compared to 2015.

WEB ENGAGEMENT

VISITOR ENGAGEMENT

• On average most website users looked at 2.2 pages and spent 1:58 minutes on the website

MEDIAENGAGEMENT

…

20x49.COM BLOGPAGE VIEWS

NEWS RELEASESDISTRIBUTED

2015 269,1752016 225,360

2015 812016 101

FACEBOOKAND TWITTER

NEWSPLACEMENTS

VISITOR CENTER WALK-INS2015 13,6772016 13,211

• Top 3 States Requesting Visitor Guides: Texas, Arkansas and Oklahoma

• Top 3 International Markets: Canada, France and Australia

• Distributed 24,000 Free Things to Do rack cards; distributed 61,700 Visitor Guides at Downtown Shreveport Visitor Center, Greenwood State Welcome Center, certified distribution folders, and visitor inquiry mail-out packets

2015 14,3252016 15,402

2015 38,6292016 45,218

16%

SHREVEPORT-BOSSIER.ORG VISITS2015 475,7202016 425,617

VIDEO VIEWS2015 35,1022016 125,316

11% 257%3%


COMMUNICATIONSDEPARTMENT

7% 20%


Communications

WHAT JOURNALISTS HAD TO SAY

“ During my food FAM trip to Shreveport, myself and other food bloggers/writers ate through the city to the tune of 7-8 times per day. My favorite thing that I sank my teeth into was the Strawberry Icebox Pie from Strawn’s Eat Shop. The pie was

creamy and luscious, but not overly sweet. I can see why it is so popular. Strawn’s also serves breakfast, with mounds of butter piled a good foot high on the plate. The butter even has its own Instagram account! Writer Wallace Levy of Food Republic also mentioned Strawn's in 'Louisiana's Best-Loved Back-Road Eateries.'" - Melanie Pitman, Wherever I May Roam Blog

“ Groups looking to add additional Mardi Gras experiences to their itineraries can attend the free Krewe of Centaur Float Loading Party on Friday, Feb. 17, 2017, take a behind-the-scenes tour at Julie Anne’s Bakery to see how an authentic king

cake is made, shop for Mardi Gras souvenirs and parade essentials at Tubb’s Cajun Gifts, Mardi Gras Supply and King Cakes, tour the Krewe of Gemini Mardi Gras Museum or visit one of the six riverboat casinos." - Group Tour Media

“ Many in Shreveport claim to have written the original recipe for stuffed shrimp, but it’s Mavice Hughes Thigpen who makes the best case. Her father, Eddie Hughes, was the man known for inventing stuffed shrimp; he’s also the one for whom her

restaurant is named. The dish is made by filling a butterflied shrimp with a Creole spice-seasoned mixture of crabmeat, mirepoix, and breadcrumbs." - Adrian Miller, Southern Living Magazine

“ This region straddles both sides of the Red River, and is a major health care and energy industry hub for the entire state. For the many medical-related meetings and others that come here, there are three major festivals that groups can piggyback

on. The first is Mudbug Madness, which occurs the week before Memorial Day. Haled seven blocks from Shreveport Convention Center in Festival Plaza, this four-day event is all about crawfish and live music in a very relaxed atmosphere, says Melissa Small, communications director for Shreveport-Bossier Convention and Tourist Bureau. Attendees can eat crawfish by the pound while listening to everything from Cajun and zydeco to blues and jazz on the stages throughout the open-air plaza." - Smart Meetings


COMMUNICATIONSDEPARTMENT


Convention & Tourism Sales

The CONVENTION AND TOURISM SALES DEPARTMENT promotes Shreveport-Bossier as a meeting,

convention and group tour destination to members of state, regional and national associations, corporations

and organizations. This department is responsible for coordinating all tourism

sales and marketing promotional efforts.

AT A GLANCE

TOTAL BOOKINGS

TOTAL BOOKINGS2015 2622016 290

TOTAL LEADS2015 3212016 320

BY THENUMBERSHere is how the Convention and Tourism Sales Department stacked up in total bookings, convention bookings and group tour bookings in 2016 compared to 2015.


CONVENTION AND TOURISM SALESDEPARTMENT

GROUP TOUR BOOKINGS Total Room Nights People2015 40 1,945 1,9602016 39 3,959 2,465

CONVENTION/EVENT BOOKINGS

GROUP TOUR BOOKINGS

CONVENTION/EVENTS BOOKINGS Total Room Nights People2015 106 33,112 52,7812016 136 28,897 55,457

ASSISTED CONVENTION/EVENTS BOOKINGS Total Room Nights People2015 116 23,409 60,1462016 115 21,210 92,987

CONVENTION/EVENTS LEADS Total Room Nights People2015 273 86,304 133,8402016 261 90,297 137,306

GROUP TOUR LEADS Total Room Nights People2015 48 2,261 2,3052016 59 4,489 3,211

11% 0.3%

VOLUNTEERENGAGEMENT


Sports

AT A GLANCE

The SHREVEPORT-BOSSIER SPORTS COMMISSION is a division of the tourist

bureau and has the vested responsibility to promote Shreveport, Bossier City and the parishes of Caddo and Bossier as a sports

tourism destination. This department pairs sports rights holders with local venues for the enjoyment of professional and

amateur sporting events, as well as the promotion, sponsorship, and underwriting

of such events, coupled with assisting other governmental entities in attracting

amateur and professional sporting events.

VOLUNTEERENGAGEMENT

IN 2016,

• More than 2,000 volunteers assisted with 35 events.

• Conventions, sporting events and festivals saved more than $120,000 in labor costs because of the Shreveport-Bossier Sports Commission and its partners.

BY THE NUMBERSHere is how the Shreveport-Bossier Sports Commission stacked up in booked room nights, sports events bookings and volunteer engagement in 2016 compared to 2015.

SPORTS EVENTSTOTAL BOOKINGS2015 832016 122

47%

SPORTS EVENT BOOKINGS

• Almost half the events were new events that were not held here before thanks to a close partnership with area sporting groups and venues.

• Generated nearly 34,000 hotel room nights and 250,000 visitors and locals to sporting events.

SPORTS EVENTS BOOKINGS BY STAFF Total Room Nights People2015 81 26,261 196,3542016 121 33,834 284,971

ASSISTED SPORTS EVENTS BOOKINGS Total Room Nights People2015 2 100 6402016 1 0 40

SPORTS EVENTS LEADS Total Room Nights People2015 88 39,444 299,3812016 147 88,490 412,799


SHREVEPORT-BOSSIERSPORTS COMMISSION

MAJOR 2016 SPORTING EVENTS

NOTEWORTHY IN 2016

• The Shreveport-Bossier Sports Commission assisted more than 122 sporting events.

• In total, those sporting events had an estimated economic impact of more than $54 million dollars.

• The Shreveport-Bossier Sports Commission started several new sporting events such as the Shreveport-Bossier Holiday Classic, which consisted of six regional men’s basketball teams. This event is coming back in 2017, along with:

• MetroPCS Battle on the Hardwood (33 men’s and women’s basketball teams from three states)

• Red River Balloon Rally and US Hot Air Balloon Championships (more than 14,000 attendees) and coming back in 2017 and 2018

• Powerboat Nationals (more than 10,000 attended Labor Day weekend) and coming back in 2017 and 2018

• Generated more than $500,000 in trade, ticket and cash sponsorships which added to the $525,000 in tax dollars, thus affording the Shreveport-Bossier Sports Commission to bring in more events and extend the marketing.

• Involved with at least one sporting event for 46 out of the 52 weeks in 2016.

• US Hot Air Balloon Championships, July 14 - 20, 2016• Powerboat Nationals, September 3 - 5, 2016


Sports


SHREVEPORT-BOSSIERSPORTS COMMISSION

Carlton Golden, ChairmanBossier ParishPolice Jury*

Tanita Baker, Vice ChairwomanShreveport-Bossier African American Chamber of Commerce*

Jason McKinney, TreasurerLouisiana Restaurant Association*

Ray Tromba, SecretaryBossier City Mayor’s Office*

Richard Bremmer,Greater Shreveport Chamber of Commerce*

Rob Brown,Shreveport-Bossier Hotel and Lodging Association*

Sandy Cimino,Bossier Chamber of Commerce*

Debbie Coleman,Shreveport-Bossier Hotel and Lodging Association*

Mary Dunn,Shreveport-BossierAttractions Association*

Pam Gloriso,Bossier Office of Community Services*

Kellie Morris,Caddo Parish Commission*

Shelli Murphy,Harrah’sLouisiana Downs*

Africa Price,Shreveport Mayor’s Office*

Gary Theus,Shreveport-Bossier Hotel and Lodging Association*

Patricia Wooldridge,Caddo Rural Municipalities*

2017 BOARD OF DIRECTORS

YOUR BUREAU AT WORK

Stacy BrownPresident of Shreveport-BossierConvention and Tourist Bureau318-222-9391 ext. [email protected]

Brandy EvansVice President ofCommunications318-222-9391 ext. [email protected]

David BradleyVice President of Conventionand Tourism Sales318-222-9391 ext. [email protected]

Kelly WellsVice President of Sports andExecutive Director of Shreveport-Bossier Sports Commission318-222-9391 ext. [email protected]

Jerri CorderVice President ofFinance and Administration318-222-9391 ext. [email protected]

Contact Us


*Appointing organization

SHREVEPORT-BOSSIERCONVENTION AND TOURIST BUREAU


/LouisianasOtherSide

@sbctb

@seeshreveportbossier

Blog: www.20x49.com

Events: www.SBFunGuide.com

/sbctb11

GET SOCIAL WITH US!

SEE IT. BET IT.TASTE IT.

www.Shreveport-Bossier.org

2016 annual report - cloudinary · creamy and luscious, but not overly sweet. i can see why it is...

Documents